Rob Hailstone is founder of the Bold Legal Group and, more recently, the Conveyancing Improvement Collective (CIC), a practitioner-led group launched to fix specific, practical problems slowing down property transactions. With more than fifty years’ experience in conveyancing, Rob is one of the sector’s most recognised figures. The challenge was to take the CIC’s message beyond the specialist trade press and bring it to a much wider audience.
What set this project apart was its editorial approach. Rather than relying on a conventional press release, Rob wanted the CIC’s launch to be shaped and positioned as a genuine news story, beginning with an in-depth conversation rather than a standard written brief.
“Working with Laura was a pleasure, she was inquisitive and interested in what I had to say. Her journalistic skill helped draw out some information that I didn’t think until later was relevant. The finished piece was polished and well received. Could not have asked for more.”
Rob Hailstone, Founder, Bold Legal Group
The Brief
Rob wanted to secure national media coverage for the launch of the CIC and build recognition beyond his established conveyancing network. Estate agents were a particularly important audience. They experience the consequences of slow and inconsistent property transactions firsthand, but are less likely to engage with the specialist conveyancing press.
The CIC needed to establish credibility with editors who had no existing relationship with Rob or prior knowledge of the organisation. The story had to feel relevant and authoritative, without reading as a promotional announcement or conventional press release.
The brief was clear: secure credible national coverage for the CIC’s launch, reaching new editors and audiences through a story that felt authentic, timely and editorially relevant.
The Approach
We approached the CIC’s launch with an editorial mindset, beginning with an in-depth conversation with Rob to uncover the strongest story and identify the audiences most likely to engage with it. This allowed the narrative and media strategy to develop together, rather than being shaped around a conventional press release.
Interview and Story Development
- Conducted a deep-dive interview with Rob to understand his background, ambitions for the CIC and natural voice.
- Identified details and perspectives that Rob had not necessarily considered newsworthy, including the human story behind the CIC’s creation.
- Developed a publication-ready article in Rob’s own voice, requiring minimal editing from publishers.
Media Targeting and Outreach
- Researched the publications and audiences most relevant to the CIC, including national property titles beyond Rob’s established conveyancing network.
- Created individual pitches tailored to the interests of each editor, rather than distributing a generic release.
- Provided a fully written, publication-ready article with each pitch, making it easier for editors to assess and use the story.
The Outcome - Reaching the people most affected
The greatest success was not simply securing coverage, but reaching the people who experience the problems within conveyancing most directly. The CIC’s story appeared in the publications they already read, communicated in Rob’s own words and grounded in the realities of the sector.
Coverage in two national trade publications
The story was published in The Negotiator - a leading publication for UK estate and letting agents, reaching business owners, principals and senior directors across the property sector.
Further coverage in Legal Futures introduced the CIC to a wider legal business audience, extending its profile beyond the specialist conveyancing press.
Growing interest among the CIC’s target audiences
Following publication, Rob reported a noticeable increase in interest from conveyancers, estate agents and other property professionals, the audiences the CIC was created to engage.
An ongoing relationship
What began as support for a single launch has developed into an ongoing relationship. Rob is keen to continue working with Consortium as the CIC grows, with further media activity planned as the collective turns its attention to new priorities.
Rob wanted the CIC’s launch to reach the people with the experience and influence to help improve the conveyancing process. Coverage in two national titles has helped it do exactly that, while generating growing interest across the property and legal sectors.
Do you have a story that deserves wider attention?
If your business or organisation has a story worth telling, we can help you uncover the strongest angle and take it to the audiences who need to hear it. To learn more about our PR and brand storytelling support, call 01903 530 787 or fill out our contact form, and a member of our team will be in touch.
